In a stunning development that has rocked both the corporate and football worlds, Nick Maxwell — the current CEO of sports apparel giant Eclat and former premiership-winning captain of the Collingwood Football Club — made a surprise announcement today that left fans and current head coach Craig McRae in disbelief.
Standing alongside McRae at a press conference held at the Holden Centre, Maxwell revealed that he will be stepping down from his role at Eclat to return to Collingwood in a newly created executive role: Director of Football Culture and Leadership. The position, designed to bridge the gap between the club’s heritage and its evolving high-performance culture, places Maxwell at the strategic heart of one of the AFL’s most high-profile teams.
“I’ve always believed in the power of leadership and culture in sport,” said Maxwell, visibly emotional. “Collingwood is more than just a club — it’s part of who I am. When the board approached me with this vision, I knew it was the right time to come home.”
Coach Craig McRae, who was unaware of the announcement’s specifics until moments before the press conference, was visibly stunned. “I’m still trying to process this,” McRae admitted with a smile. “Nick has always been a fierce leader, and his return adds a whole new layer to what we’re building here.”
Sources close to the club say Maxwell’s new role will include mentoring current players, overseeing leadership development programs, and contributing to long-term football operations strategy — all while promoting the values that helped shape Collingwood’s 2010 premiership team under his captaincy.
Social media erupted moments after the announcement, with supporters expressing excitement and surprise in equal measure. The hashtag #MaxwellReturns quickly began trending across Australia.
While details of Maxwell’s transition from Eclat are still emerging, insiders at the company say the move has been months in the making, and the brand is expected to remain closely aligned with Collingwood under new executive leadership.
As the Magpies continue their strong run in the 2025 season, the return of a beloved figure like Maxwell could provide an emotional and strategic lift — both on and off the field.
Stay tuned as this story develops.
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